💶 Where to go shopping in Italy: luxury, mass market and discounts

People travel to Italy for shopping just as much as for the sea and pasta. Milan and Rome share the title of Italy's shopping capital.

They are laid out differently, and sales here are set by the region, not by individual boutiques: in summer 2026, discounts started on July 4 in most regions (calendar by region, as of 09/2026).

Below you'll find the streets of both cities, the brands on them, practical opening hours, and what's worth bringing home from the food shops.

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What and where to buy in Italy

💡 In short:

For luxury in Rome, head to Piazza di Spagna and Via dei Condotti; in Milan, check out the Via Montenapoleone district.
For affordable clothing, go to Via del Corso; for premium brands, head to the La Rinascente department store.
Sales are set by region: the winter sale runs from the first days of January, the summer sale from the first days of July.
Sale dates and rules: 09/2026, verified on the official website of the Lombardy region.

Rome and Milan are not interchangeable. Rome sells luxury around Piazza di Spagna and mass-market fashion along Via del Corso. Milan gathers designer brands in one district and adds a food market to the mix.

City	Location	What to buy	Price level
Rome	Piazza di Spagna, Via dei Condotti	couture and luxury	high
Rome	Via del Corso	mass-market brands	mid-range
Rome	Via Nazionale, Via Cola di Rienzo	shoes, bags, jewelry	mid-range
Milan	Via Montenapoleone, Via della Spiga	designer clothing	high
Milan	Galleria Vittorio Emanuele II	leather, books, cafes	above average
Milan	La Rinascente, Upim	clothing, cosmetics	mid-range

Shopping in Rome

Rome is easy to divide by metro lines. Luxury is concentrated around Piazza di Spagna, mass-market shopping runs along Via del Corso, and for bags and shoes it's worth taking the metro to Ottaviano station.

Piazza di Spagna and Via dei Condotti

The most expensive part of Rome lies around Piazza di Spagna. In the center stands the Barcaccia Fountain, shaped like a boat, and behind it the wide Spanish Steps climb up to the Trinità dei Monti church. In spring, the steps are decorated with flower pots.

Fountain of the Old Boat and the Spanish Steps in Rome

Via dei Condotti starts on the opposite side of the square. This is where the boutiques of the most famous fashion houses stand, with windows displaying new collections. You're paying not just for the item, but for the address. Walk the entire street even if you don't plan to buy anything. The catch: there are almost no affordable items here, only luxury.

Via Borgognona and Via Frattina

Next to Via dei Condotti you'll find Via Borgognona, Via Frattina, Via Gregoriana, and Via Sistina. Here you'll find boutiques by Valentino, Dolce & Gabbana, and Armani. This district is geared toward high-end shopping.

Zegna boutique on the cobbled Via Borgognona

For lower prices, keep walking toward Via del Corso.

Via del Corso: affordable brands

Via del Corso runs from Piazza Venezia to Piazza del Popolo. The same fashion ideas cost far less here. You'll find mass-market brands, shoes, and accessories all in one stretch. The catch: it gets crowded on weekends, and fitting rooms have lines. Go on a weekday morning.

Via del Corso seen from above from Piazza Venezia

Via Nazionale and Campo de' Fiori

Via Nazionale is lined on both sides with stores by Giess, Max Mara, Falco, and Francesco Biasia. The Elena Miro boutique, which makes plus-size clothing, deserves a special mention. For youth clothing and accessories, look near Campo de' Fiori.

Via Cola di Rienzo

Take the metro to Ottaviano station and step out onto Via Cola di Rienzo. Here you can find a quality bag or pair of shoes at an affordable price. The street is also known for its jewelry boutiques.

Facade of the Mercato dell'Unità market on the street

The catch: some stores are closed on Sunday. Check the hours in advance so you don't make the trip for nothing.

Shopping in Milan

Milan is more compact than Rome. The main spots are within walking distance of Piazza del Duomo, so you can cover the fashion district and the galleria in one day.

Piazza del Duomo

Start your Milan shopping at Piazza del Duomo. Around the Duomo cathedral you'll find plenty of stores with realistic, affordable prices. You'll find clothing, accessories, and cosmetics for any budget.

Marble facade of Milan Cathedral and the crowd in the square

Galleria Vittorio Emanuele II

Through the triumphal arch you enter Galleria Vittorio Emanuele II. The arcade is covered by a huge glass dome, so strolling and shopping are pleasant in any weather. The floor is laid with a mosaic featuring the coat of arms of the House of Savoy: a white cross on a red background and the symbols of Italy's major cities.

Inside you'll find stores selling fine clothing, leather and fur goods, jewelry, and bookshops. Between them are cafes where you can sit at a table and listen to live music. The catch: on weekends the galleria gets crowded.

The fashion district and Via Montenapoleone

From the galleria, head to Via Montenapoleone. This is where the fashion trendsetters have their stores, with Via della Spiga, Via Gesù, and Via Borgospesso nearby. Don't bother looking for past-season collections, they're constantly refreshed. You won't find counterfeits here.

Red Ferrari on a street of luxury boutiques

Via Montenapoleone ranks among the most expensive shopping streets in the world: in 2024 it took first place, and in 2025 it gave up the top spot to London's New Bond Street and came in second, with rent around €20,000 per square meter per year (as of 2025, Cushman & Wakefield).

Department stores and sales

La Rinascente is a premium department store, and 10 Corso Como is a high-end concept store. For budget shopping, head to the Upim department store. Major sales are held from early January and early July. The official dates are set by the region each year, so it's worth checking the date in advance.

How much you can save during sales

The discount percentage is written right on the storefront, so you don't need to go inside the boutique. Toward the end of the sale, discounts increase. The catch: in the first days stores are packed, and security guards stand at the entrance.

Person at a shoe boutique window at night

During sales, people buy not only clothing from collections but also jewelry, home decor, dishes, bed linens, and even antiques.

Food shopping

Shopping in Italy isn't just about clothing. Foodies bring home olive oil, Parmesan cheese, and Parma ham. Grocery stores close earlier than boutiques, so don't put off your food shopping until the last day.

Sliced prosciutto and cheese on a wooden board

Opening hours and sales

Stores in Italy operate by their own rules, and it's worth knowing about them in advance.

When	What's open
Sunday	only large shopping centers and stores at train stations
Monday morning	some stores are closed
Mid-August	many stores close for vacation
National holidays	almost everything is closed

Verified on 09/15/2026 on the official portal of the Lombardy region: sale dates in each area are set by the region, not by individual stores. The summer sale is followed by the August vacation period, when both small and large stores close.

Check the exact vacation and holiday dates before your trip on your region's website or with your carrier.

⁉️🤔 Frequently asked questions

Where in Rome should I shop for luxury brands, and where for affordable clothing?

Luxury is concentrated around Piazza di Spagna and on Via dei Condotti. Via Borgognona, Via Frattina, and Via Gregoriana are right next to those same boutiques. For affordable clothing, head to Via del Corso or take a ride to Via Cola di Rienzo near the Ottaviano station. There you will find mass-market brands, shoes, and bags at mid-range prices.

When do sales start in Italy?

Winter sales run from the first days of January, and summer sales begin in early July. In 2026, the summer sale started on July 4 in most regions (full list of regions, as of 09/2026). Dates vary by region, so check your region in advance.

Are stores open on Sundays and Mondays?

On Sundays, only large shopping centers and shops at train stations are open. On Monday mornings, some stores are closed. In mid-August, many close for vacation. Plan your shopping for weekdays and check store hours on the shop's website.

What food is worth bringing back from Italy?

Olive oil, Parmesan cheese, and Parma ham. The quality and selection attract food lovers from all over Europe. Grocery stores close earlier than boutiques, and most of them are closed on Sundays. It is best to do your food shopping in the first half of your trip.

Is one day enough for shopping in Milan?

Yes, if you stick to the center. From Piazza del Duomo to Via Montenapoleone and Via della Spiga, everything is within walking distance. The La Rinascente and Upim department stores are right next to the galleria. You can cover the fashion district, the galleria, and the sales in one relaxed day.

In short: what to book

A shopping trip to Italy is easiest to build around the center. A hotel within walking distance of the boutiques saves time and taxi fares.

If your goal is luxury: stay between Piazza del Duomo and Via Montenapoleone in Milan, or near Piazza di Spagna in Rome.

If you plan to visit both capitals in one trip: train schedules in Italy on Trip.com connect the cities with high-speed services.

For a hotel in Rome, look at the Via del Corso area: hotel prices in Rome.

It is best to book your flight to Italy early: tickets on Kiwi.com.

Shopping in Milan and Rome: streets, brands and sale dates